In America alone, people spent $170 billion on “direct marketing”—junk mail of both the physical and electronic varieties—last year. Yet of those who received unsolicited adverts through the post, only 3% bought anything as a result.

Some of the most beautiful and thus appealing physical theories, including quantum electrodynamics and quantum gravity, have been dogged for decades by infinities that erupt when theorists try to prod their calculations into new domains. Getting rid of these nagging infinities has probably occupied far more effort than was spent in originating the theories.